England’s Twenty20 World Cup-winning cricket team will be driving around in Jaguars after the car giant signed a marketing partnership with the English cricket authority.
Jaguar has signed a four-year deal with the England and Wales Cricket Board that will see the carmaker become the official vehicle suppler for the England cricket team. It will mean England players will be given Jaguar’s XJ, XK or XF models to use when out on official engagement.
One England player already known to be a Jaguar fan is spin bowler Graeme Swann. The Nottinghamshire player owns a Jaguar convertible. But the car was stolen from the drive of his house in April while the player was in Guyana playing for England in the ICC World Twenty20 tournament. Police later recovered the car and returned it to the cricketer.
As part of the new announcement Jaguar will also form a strategic partnership with the ECB’s national cricket performance centre.
In return, Jaguar will be getting access to a number of commercial rights, including use of the England players for promotional appearances, international hospitality packages, the option to purchase international tickets, international programme advertising and signed merchandise.
Jaguar has long-standing ambassador associations with a number of high profile cricketers, and will also form two additional partnerships with the Professional Cricketers Association and the UK’s test match venues.
Nick Moore, the head of sales at the ECB, said: “With an Ashes victory and an ICC World Twenty20 trophy it’s been an excellent year for the England cricket team and we believe this partnership with such an iconic brand as Jaguar is testament to cricket’s wide-ranging consumer appeal.”
Geoff Cousins, Jaguar’s UK managing director, added: “Jaguar, like English cricket, has been transformed in recent times so the timing and fit is perfect for this new partnership. Just as England is now winning on a world stage, Jaguar’s new range of XF, XK and the stunning new XJ are now regularly beating the best in the automotive world.”
“This new partnership is one of the pillars of our sports marketing programme. It is part of our long term commitment to British sport under the umbrella of the recently launched Jaguar Academy of Sport, which aims to recognise, celebrate and inspire the very best of British sporting talent and success.”
Earlier this year Jaguar set up the branded Academy of Sport, an initiative to promote sport in the UK. It is supported by sporting figures including David Beckham, Gareth Edwards and Sir Ian Botham. As well as promoting British sporting successes, the scheme also set up a bursary to help budding sports stars improve their careers.